Abu Jani & Sandeep Khosla landed in hot water by posting an “incomplete” map of India on their social media leading to a backlash of negative comments.

Abu Jani & Sandeep Khosla have experienced the importance of remaining vigilant on social media - Abu Jani & Sandeep Khosla- FacebookThe design duo Abu Jani & Sandeep Khosla’s recent Instagram post from December 29 sparked a backlash after the map the brand posted to show its India flagship stores did not include parts of Jammu and Kashmir.

The post elicited comments ranging from "please fix the map" to “Shame on you” and “Losers you earn your bread from India and how dare you depict wrong Indian Map! Is PoK not part of India?”

Another user commented “Going to unfollow.” The post has now been removed and the brand is concentrating on celebrating its achievements of 2018.

The scandal shows that global online “outrage culture” is just as present in India as the other countries. This demonstrates that, for big fashion brands like Abu Jani & Sandeep Khosla, they must be careful not to make mistakes or risk a media backlash.

However, despite large numbers of negative comments on the post, it will be interesting to see whether or not the scandal will actually affect the brand’s sales.

The designers were behind the wedding outfits for Bollywood celebrity Priyanka Chopra Jonas and her now sister-in-law, Game of Thrones actress Sophie Turner last month, as well as for Beyoncé, who performed at the reception. Earlier in the year, the brand also created costumed for the leading ladies of the Bollywood film Veere Di Wedding.